Puma Introduces “Re-Suede” Vegan Sneaker Made With Recycled Materials

For a shoe that was issued in 1968, Puma’s classic suede sneaker has aged remarkably well. That’s not to say it couldn’t benefit from a more contemporary veneer, of course. The “Re-Suede,” which debuted on Friday, is a retooled version that comprises 100 percent recycled materials and a new outsole derived from rice husks. Compared with virgin materials, the synthetic Ultrasuede upper is said to reduce energy consumption and carbon emissions by 80 percent. The Double R Rice Rubber outsole, which substitutes a portion of the latex content with a rice-husk filler, also saves fossil-fuel energy in manufacturing and agricultural resources, according to Puma.

RESOLED

The shoe, the sportswear company adds, is ultra-lightweight, which slashes the fossil fuels required for transport and saves 15 tons of carbon emissions for every 10,000 pairs shipped. The Re-Suede will be sold in Puma’s Clever Little Bag, an award-winning packaging that uses 65 percent less cardboard than the traditional shoebox.

One Response to “Puma Introduces “Re-Suede” Vegan Sneaker Made With Recycled Materials”

It is evident that PUMA is committed to adopting a clear path towards becoming a more sustainable brand. The first step they took was the introduction of the innovative “clever little bag” which serves as the packaging for all their footwear, meaning that with every sale PUMA makes, they are one step further towards a more sustainable environment. They followed up with the release of Eco-friendly suede sneakers which include an Eco OrthoLite sockliner that is produced using bio-oil rather than petroleum byproducts. They have also incorporated recycled laces.

Now with this new initiative, they are showing further commitment to this endeavor. Their efforts have proven to be relatively high in the scale of social sustainability, they are doing more than their sportswear peers, and have become social innovators rather than the common green-washers.

It’s a shame that such forward initiatives slide by unnoticed by the media, while some industry players get much more coverage even though they are actually doing much less. Maybe teaming up with Bono with get PUMA the attention it deserves.

The new product has been announced in a press release, and there is no online indication of what the price will be. We can only hope that the prices will not be significantly higher than that of their regular lines so that it discourages customers from making socially and environmentally conscious purchases.

Cynthia Soltero & Sandra Boghos

Sustainable Luxury and Design MBA Module 2011, IE Business School

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